• Ad Reach on Platform X Dropped by 12 Percent Over the Past Year
According to Stocklytics.com, the social media platform X has been losing users and advertising revenue ever since Elon Musk acquired it in October 2022.
Their data shows that ad reach declined by 12 percent in a single year, reaching 586 million people in January. “Even before the ‘Musk era’, the then-Twitter faced strong competition from Meta, and when the controversial billionaire took over the platform, the situation worsened further. The rebranding to X, changes in content moderation, the platform’s new direction, and Musk’s management style have driven away users and advertisers, resulting in a drop in monthly traffic. This negative trend continues into 2025,” writes Stocklytics.com.
A few more figures:
- In January 2025, only 3.2% of social media users named X as their favorite platform;
- X users spend an average of four hours and 57 minutes per month on the platform, putting it behind the Korean-Japanese app Line, and closer to Telegram (whose users spend four hours and 12 minutes per month on the app);
- With 586 million users, X is the eighth-largest social network in the world – a far cry from its position just a few years ago;
- X currently has 100 million fewer users than Snapchat, half as many as LinkedIn, nearly three times fewer than TikTok and Instagram, and about four times fewer than Facebook or YouTube. As of this year, Pinterest, with 340 million users, is the only major social network with fewer users than X.
• Brands Are in Their Unhinged Mascot Era on Social Media
From Duo to Scrub Daddy‘s musical yellow sponge, it’s clear we’re living in the era of the unhinged mascot. Brands are using mascots to lean into the absurdist humor popular with Gen Z and capitalize on trending moments. I spoke to marketers to learn how mascots evolved from traditional brand ambassadors to social media celebrities. A grinning, life-sized Pop-Tart is lowered into a giant toaster on a football field, holding a sign that reads: “Dreams really do come true!” Duolingo’s cheeky green owl, Duo, goes viral after faking its own death. Scrub Daddy’s smiling yellow sponge drops a music video on YouTube, racking up thousands of views.
No, this isn’t a fever dream. We’re living in the era of the unhinged brand mascot.
From the M&M’s spokescandies to Planters’ Mr. Peanut to Frosted Flakes’ Tony the Tiger, mascots have been advertising staples as far back as the 1880s.
However, their role has evolved in recent years from traditional brand ambassadors to social media celebrities.
• Best Buy Is Paying Influencers Who Recommend Products With a New Program
est Buy shoppers will soon see more influencers on the tech retailer’s website.
The company is rolling out a feature on its website that lets creators put together curated product collections and earn commission on those sales. It’s part of a broader program called Best Buy Creator, which formalizes and expands its relationship with social media influencers.
Similar to the Amazon Influencer Program, which launched in 2017, Best Buy Creator will aim to drive new traffic and sales to the retailer’s marketplace on BestBuy.com.
Best Buy Creator fits in tightly with the brand strategy that the retailer announced last year alongside its brand refresh, said Best Buy chief marketing officer Jennie Weber.
